South Africa, July 10 -- Sasko has just launched its new TV commercial, Taste the Care, which we shot at the end of last year. This was not a commercial we produced in just six months. It was a commercial that we made through a 4-year journey with the client, building its brand point of view, defining how it is relevant to its consumers and proving to its audiences that it delivers on its brand purpose.

Brand purpose is the buzzword of marketing. However, very few businesses are able to articulate the reason for its being beyond commercial purpose, much less be able to live and deliver on their brand purpose.

In Sasko's case, the organisation was very clear about its role - delivering quality baked goods that are affordable and accessib...